CrossFit's unique approach to brand-building

This event report shows how CrossFit, the fitness group, has built its brand through word of mouth and a singular focus on its distinctive approach to exercise, rather than via traditional marketing.

CrossFit's unique approach to brand-building

Stephen WhitesideWarc

CrossFit is bulking up. And the fitness company claims that its growth has been achieved without the kind of marketing muscle traditionally relied upon by brands. "We don't need the marketing," Jimi Letchford, CrossFit's global brand officer, told delegates at South By Southwest (SXSW), "because the truth is that [it] really doesn't add value to our product and service."

Rather, that "value" results from pursuing its brand mantra – namely, "We're going to be the best training program in the world" – with the same level of doggedness required by its exercise...

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